3. Index Exchange halts 'bid caching'

"Index Exchange is to press pause on a controversial real-time bidding (RTB) tactic known as 'bid caching' after an impassioned debate kicked off last week," reported Adweek. "The tactic involves holding onto the details of a DSP’s unsuccessful bid request for an individual ad impression auctioned-off using RTB. It then uses the details of that same request to serve an ad on behalf of the DSP on a later piece of content viewed by the same consumer," explained Adweek.

"According to a new WARC global ad trends report, advertisers are expected to spend $29.8 billion on online video this year, an increase of 27.5 percent, with most of that going to social media platforms," wrote Adweek. This expected rise comes despite the fact that "the medium is also a prime target for ad fraud," noted Adweek.

According to Pixalate's Q2 2018 Programmatic Quality report, tablet app video and smartphone app video have the two highest ad fraud (IVT) rates across all devices and channels.

5. Connected TV is growing, but marketers are struggling to keep up

"Although many experts do expect connected TV advertising to eventually catch up to consumer adoption, several obstacles stand in the way," wrote eMarketer in a piece exploring the rise of Connected TV and where marketers currently stand in the environment. "By 2022, more than 204 million people in the US will watch connected TV at least once a month. That will represent more than 60% of the population, and will add around 183 million more viewers to the US connected TV audience in 2018."

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Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.”

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